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10-Spaces Consulting, Inc
   design & strategy for the web


        PPC Training
          Session 4
Campaign Set Up Tact...
Insider Lesson: Micro
      Ad Groups

• Lower CPC and increase CTR by creating
  ad groups which match the keyword and
  ...
Micro Ad Groups


• Strategy #1
 • Use Google dynamic keyword insertion
    {Keyword: Static Text}
Micro Ad Groups


• Strategy #1
 • Use Google dynamic keyword insertion
    {Keyword: Static Text}
Micro Ad Groups
• Requires extra thought about what
  keyword to include in the ad group
• Requires extra though about tho...
Micro Ad Groups
• Strategy #2
 • Use spreadsheets or software tools to
    build adgroups which contain
   • 1-3 keywords ...
Adwords Editor
       Software
• Overview of what each area does
 • Campaign window pane
 • Details window
 • Tabs
 • Mass...
Advanced strategies for
   Adwords Editor

• Using SpeedPPC to set up targeted
  campaigns quickly
 • Going wide
 • Going ...
Advanced strategies for
   Adwords Editor
• Set up keywords and variations
 • Combination list - mix
 • Single format keyw...
Advanced strategies for
   Adwords Editor
• Include {Seed} function in ad copy
 • Headline
 • Description
 • Display URL (...
Adwords Editor set up
       steps
•   go to Keyword tab
•   multiple changes
•   paste text output from SpeedPPC
•   set ...
Insider Adwords Editor
   Tricks - MS Excel
•   List filtering techniques
  •     Helps set up campaigns
  •     Helps iden...
Insider Adwords Editor
 Tricks - Improve CTR
 •   Review ad group performance data
     • If keyword have high number of i...
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Managing PPC Campaigns with Adwords Editor

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Transcript of "Managing PPC Campaigns with Adwords Editor"

  1. 1. 10-Spaces Consulting, Inc design & strategy for the web PPC Training Session 4 Campaign Set Up Tactics & Tools
  2. 2. Insider Lesson: Micro Ad Groups • Lower CPC and increase CTR by creating ad groups which match the keyword and searcher intent exactly.
  3. 3. Micro Ad Groups • Strategy #1 • Use Google dynamic keyword insertion {Keyword: Static Text}
  4. 4. Micro Ad Groups • Strategy #1 • Use Google dynamic keyword insertion {Keyword: Static Text}
  5. 5. Micro Ad Groups • Requires extra thought about what keyword to include in the ad group • Requires extra though about thought process/problem-search behind keywords • Ad copy must match this concept, even when using dynamic keyword insertion • Ad groups should contain 10-15 terminologically similar keyword max.
  6. 6. Micro Ad Groups • Strategy #2 • Use spreadsheets or software tools to build adgroups which contain • 1-3 keywords in each ad group-- depends on whether just bidding on exact match (which you should to start), or all three match types
  7. 7. Adwords Editor Software • Overview of what each area does • Campaign window pane • Details window • Tabs • Mass editor • Individual edits
  8. 8. Advanced strategies for Adwords Editor • Using SpeedPPC to set up targeted campaigns quickly • Going wide • Going deep
  9. 9. Advanced strategies for Adwords Editor • Set up keywords and variations • Combination list - mix • Single format keyword list • Set up a/b test ad copy
  10. 10. Advanced strategies for Adwords Editor • Include {Seed} function in ad copy • Headline • Description • Display URL (after the ‘/’ forward slash as if it were directory on your site) • Update to get campaign output for set up • Update to get ad copy output for set up
  11. 11. Adwords Editor set up steps • go to Keyword tab • multiple changes • paste text output from SpeedPPC • set campaign - network type, daily budget, etc • set ad group budget of $0.05 • go to Ad Copy tab • multiple changes • paste text out from SpeedPPC • sort by red errors • yellow errors are ok-just means have multiple match types for the same keyword • edit title of ad copy that exceed character limits • edit other lines--descriptions, display url--that exceed character len. • post changes for account (or just campaign if desired)
  12. 12. Insider Adwords Editor Tricks - MS Excel • List filtering techniques • Helps set up campaigns • Helps identify ad groups • Functions • “proper” function - capitalizes the first letter of each word automatically. Use this for • “concatenate” - merge cells for Google import • What you can do • Turn keyword lists into Google-ready text files - easier upload in bulk • Use web interface or Adwords editor • Write campaign > ad group > keyword-specific ads without rewriting ads • Build keywords-specific bid strategies
  13. 13. Insider Adwords Editor Tricks - Improve CTR • Review ad group performance data • If keyword have high number of impressions, but low keywords, pause • Copy keyword specific data, including ad copy to new ad group • Potential fixes • Set up new ad copy test • Use more negative words • Use more exact match type

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